3 Steps for Growth with Amazon Sponsored Brands

3 Steps for Growth with Amazon Sponsored Brands

Amazon Sponsored Brands advertisements are an advertising option that is available through Amazon Advertising. They are available in three formats: Store Spotlights, Product Collections and Sponsored Brands videos. They are targeted at the middle and upper ends of your funnel for eCommerce.

To assist you in using Sponsored Brands in a way that is effective In this article I will outline a three-step strategy for using Sponsored Brand advertisements to increase awareness of the brand and increase sales -- a strategy that Finch utilizes in conjunction with a real customer.

The steps include: 1. Examine your data and adjust your 2. Maximize your ads using your knowledge 3. Create Amazon Sponsored Brands advertisements to bring life to your funnel

Why Sponsored Brands?

In my previous article about in a previous post, Amazon Sponsored Brands top practices explained the fundamentals of Sponsored Brands advertisements and how to choose your KPIs and improve your ads. The information I provided is still applicable.

It's also timely. If you're not making use of Sponsored Brands in the present now, it's the time to get started. eMarketer states that Sponsored Brands currently account for 23% of Amazon's pay-per-click advertising revenues.

It means that competitors are using this method to build brand awareness for their own products and brands. Therefore, Sponsored Brands is an excellent next step for Amazon If you're not already making use of it yet.

Sponsored Brands ads increase brand recognition, attention and interest. They are ideal for bringing new customers to your funnel to make them customers.

Steps for Growing Your Brand and Sales on Amazon The three-step growth method isn't just an abstract concept. Finch implements it in real-world customers. One of these clients is Avery, the manufacturer of special label and packaging solutions.

Avery is located in Germany however, it sells to customers around the world and includes Amazon as well as through the Amazon Brand Store.

Step 1: Analyze Your Data and Make Adjustments It's surprising that the initial two stages of our strategy don't directly deal with Sponsored Brands. However, we do utilize them to create a base of our Sponsored Brands ads, which is why they are indirectly involved in Sponsored Brands advertisements.

Step 1. is simply looking at your past data to determine which keywords, ads and messages are effective and the sales you could have missed. After analyzing the data you can adjust your advertising structure and costs of sales (ACoS).

Why Start with Sponsored Products Ads? Analyzing the performance of Sponsored Products campaigns , you can: ● ● ●

Check out what products are selling well.

Check out the products that aren't identified.

Check out ACoS to identify potential opportunities that aren't being explored or discovered.

You can also examine your competition's actions. This is done by using Amazon Brand Analytics, Amazon Marketplace and a few third-party tools. The goal is to determine: ● ●

If products and keywords have significant competition.

In which you have the chance to take advantage of opportunities to compete that aren't being explored.

All this information lets you know which brands and keywords you should start with when you begin your Sponsored Brands advertisements.

Step 2: Maximize Ads with Your Learnings Once you've got your information, you're now ready to take it seriously and use it to increase the amount of revenue you earn from Sponsored Products advertisements within your desired ACoS. You can also adjust the configuration of your campaigns according to category, brand or objectives to quickly accomplish what's effective.

What you're doing is helping to build a base for what you'll be doing with your Sponsored Brands advertisements. You're creating a base to draw more people in your marketing funnel.

You'll need to gather information about your Sponsored Products advertisements for at least one month (6 if you're using ads). This will give you a solid database to use for launching your first Sponsored Brands advertising campaigns.

Step 3: Launch Amazon Sponsored Brands Ads to Open — and Fill — Your Funnel Once you have your data It's now time to start Your Sponsored Brands initiatives. If you're not yet first, take care of a the following: 1. Define your main goal Examples include: ○ More sales to which you'll need to target certain high-performing keywords ○ The new customers for which you'll need to focus on keywords that will bring in new customers to your brand ○ Brand recognition to which you may make use of generic keywords, which include the keywords of your competitors.

2. Build a Brand Store . It's not easy, but worthwhile. ○ The average is that Amazon gets a 29 percent higher return on investment (ROAS) when sponsored Brands campaigns direct users to the Brand Store in lieu of the product information page.1 ○ Advertisers that connect Sponsored Brands to the Brand Store see more than an increase of 61% in the average purchase value.1 3. Allocate budget. There is a need for a budget above the performance budget. You require a different brand and the testing budget to run your sponsored Brands campaigns.

4. Pick KPIs to utilize both in conjunction with and to use both on and off Amazon to measure the effectiveness of your Sponsored Campaigns for your brand. A good KPI is: ○ It is the Best Seller position on Amazon

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More brand traffic on Google Volume of search on Amazon Visits to the brand store

Pick Your Ad Format Advertisements for Sponsored Brands can be utilized for various purposes that is why I recommend you identify your primary objective before you begin advertising. When you have your objective in mind you can choose the appropriate keywords and use Sponsored Brands ads in various formats.

Pick Your Targeting If you are aiming those who are pursuing your Sponsored Brands campaigns, you can choose between keywords and categories. At some point, combining both of them is the best option. I suggest that you start by focusing on keywords. ●

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Keywords:Choose search queries that are in line with the intentions of the customers who view your advertisements. Your keywords should be precise to give you the best control. category: Opens up new locations and expands your reach. You have less control, and as compared with keywords targeting, you won't receive the same amount of traffic.

Conclusion Once you've launched Sponsored Brands advertisements, don't stop running your Sponsored Products advertisements. By running both, you can track users throughout the customer journey. ● ●

Certain advertisers that run both types of ads see an increase of 30% or more in impression share.2 Advertisers that run both get an average of 12+% boost in return on investment (ROAS) and when they both run for longer than three months, the lift can be increased to more than 16%.2

The addition of Sponsored Brands to Your Amazon Advertising mix is a clever move and will aid in increasing brand awareness and increase sales.

Make sure your eCommerce brand is reaching your desired Advertising Cost of Sales (ACoS) objectives, decrease complexity, increase scale, and gain access to a highly efficient precise campaign structure.